HP leveraged Amazon ads to create a multi-channel campaign for its gaming laptop.
The primary goals of HP's campaign were to establish HP OMEN as the preferred choice of laptop among gamers and to position HP as a challenger brand with significant market share growth.
HP's key performance areas for its campaign included awareness, consideration, and conversion. HP planned to measure branded searches, product views, and sales during key periods.
As the first year of the HP OMEN campaign, HP activated 10 different ad products across the marketing funnel compared to a maximum of six in past campaigns. This approach required close collaboration among global and Indian teams from HP and utilized over 20 creative asset types.
The significant increase in budget allowed for broader and more powerful reach. HP's use of innovative ad solutions and multiple channels made for a comprehensive approach, leveraging advanced tools like Amazon Marketing Cloud and Amazon Pi for audience targeting and data analysis.
The combination of these strategies and tools positioned the HP OMEN campaign to achieve substantial market impact and brand recognition.
The campaign's target audience was 18- to 24-year-old men with a strong inclination toward advanced technology and gaming in metropolitan and tier-1 cities in India.
The creative strategy of using 30-second videos and sequential static banners highlighted the product's user-services platform, engaging the target audience at multiple touchpoints. The media strategy ensured broad exposure through large screens (CTV), targeted engagement with gamers through over-the-top assets, and programmatic ads to build intent.
HP had an adaptable strategy, allowing for real-time optimization based on performance metrics, ensuring efficient budget allocation and maximizing campaign impact.
The strategy varied by market, optimizing channel mix and creative formats based on regional audience behaviors and preferences to maximize engagement and conversions.
The campaign utilized innovative ad solutions like Amazon DSP, Fire TV, and miniTV to achieve a 360-degree approach. This multi-channel strategy reached audiences beyond e-commerce, engaging them through programmatic, static, and video activations.
By leveraging Amazon's audience intelligence tools such as Bullseye and Amazon Pi, HP was able to precisely target tech-savvy gaming enthusiasts in metro and tier-1 cities. This data-driven approach ensured the campaign resonated well with its intended audience, driving significant engagement, brand recognition, and sales growth. The use of advanced media solutions and precise audience targeting made the campaign effective, outperforming traditional marketing channels.
Before the campaign, the gaming laptop market was highly competitive, with five major brands already having a strong association with gamers and the gaming community. HP was ranked fifth in terms of market share. The primary objective of the campaign was to boost HP's position to be among the top three brands in the premium gaming segment following the large-scale launch of the OMEN campaign.
HP achieved its campaign objectives and goals as it:
